customer journey case study - riw//12
DESCRIPTION
Big Data - Understanding your Customer Journey: Billions of views and clicks have must be handled by online marketeers each month. Which campaign has the most impact for your ROI? Dominik Johnson will use facts from a client case study and find with you the right way for summarizing your big data. Measuring and evaluating the customer journey is essential for the efficient control of online marketing activities, e.g.: If you know that the combination “banner view - product portal - PPC search” frequently leads to conversion for your products, you can focus on the corresponding successful channel and therefore put your advertising budget to use more efficiently.TRANSCRIPT
Инструменты веб-аналитики
BIG DATAUnderstanding your Customer Journey
Dominik JohnsonExecutive Manager Global Performance Alliance
on twitter @dominik_johnsonon facebook /dominik.johnson
Yamondo.com - 15 partners around the globe
Agenda
- Big Data- Customer Journey- Case Study
https://www.youtube.com/watch?v=SMKScopMnKI
Source: YouTube Video The Guardian
Source: Luma Partners
Big Data
DigitalAdvertisementEco-Systemin the USA
Source: Digitouch member of Yamondo
Big Data
DigitalAdvertisementEco-Systemin Turkey
Big Data
42%Of Germans bought something online
2/5Of Retail Sales generated cashless
39%Of Germans using Internet via mobile devices
28 MillionGermans are using Online Banking
40 MillionOnline Bank Accounts in Germany
Source: BDB/Bitkom
Source: BDB/Bitkom Source: HDE
Source: Vuma
Source: TNS
Big Data
30%Of Germans worries about the misuse of Big Data
3/5Of Germans using real names in Social Networks and 20% are using fantasy or fake names
3/5companies in Germany want to start with Big Data
Source: TNS, T-Systems Source: Allensbach
Source: Forsa
Big Data
Favorabilityhunger for information
Intent To Purchasetrigger the decision
Considerationnarrow down alternatives
Awarenesssensitize and create a need
ConversionSource: explido
Customer Journey
Source: explido
Customer Journey
Source: explido
Case Study
Source: explido
Case Study
March’12 - April’12Period of Time (Case Study)
ChannelsPay Per Click - Affiliate Marketing - Social Media - Email Marketing - Display - Cooperations
Ad FormatsGoogle AdWords, HTML Newsletter, Facebook Apps, YouTube Channel, Affiliate Ads, Display Ads and one website of a Cooperation partner
Parties5 inclusive client
Source: explido
Source: YouTube Video FONIC
https://www.youtube.com/watch?v=xSKH8GPjaGs
Case Study
Case Study
Questionby FONIC within Kick-Off-Workshop
Which are the top 10 purchase decision phases that my customers are taking?#1
Source: explido
Case Study
Questionby FONIC within Kick-Off-Workshop
How should an efficient budget allocation look like?#2
Source: explido
Case Study
1/2 Billion ViewsData
2 Million ClicksData
6 DaysAverage Customer Journey
2,92 TouchpointsAverage Customer Journey
Source: explido
Case Study
Source: explido
Case Study
Case Study
Case Study
Questionby FONIC within Kick-Off-Workshop
How should an efficient budget allocation look like?#2
Source: explido
Case Study
30%Display Budget Optimization within the Awareness Phase
PPCContent Network didn‘t work for Awareness Phase therefore the defined budget can be shifted to the Favorability Phase and Consideration Phase
4,5%Finish Rate - In terms the Social Media Channel is a very cost effective managed channel it might be useful to invest a part of the allocated budget into new campaign or new apps.
9%Display Budget Optimization within the Consideration Phase
Source: explido
Dominik JohnsonExecutive Manager Global Performance Allianceexplido WebMarketing GmbH & Co. KGCurt-Frenzel-Str. 10a86167 AugsburgGermany
homepage www.yamondo.comtwitter twitter.com/yamondofacebook facebook.com/yamondogoogle+ plus.google.com/107653396540503500957
homepage www.explido.comtwitter: twitter.com/explidofacebook: facebook.com/explidogoogle+ plus.google.com/103795736783609924357
Telephone: +49 821 / 21 77 95 - 631eMail: [email protected]
Спасибо вам.